DENTSU CREATIVE’s new campaign for Vedantu helps bridge the education gap in rural India
Education is the foundation of a better future; however, the availability of quality education remains a significant challenge for 80% of children attending rural schools in India. The absence of reliable connectivity hampers their access not only to online learning platforms but also to skilled teachers and valuable courses.
To address this challenge, Vedantu, in partnership with DENTSU CREATIVE India, has developed a patented network aggregator device nestled in a beautifully illustrated book titled, ‘The Everything Book’. The device aims to bridge the connectivity gap by providing high-speed internet access to the most remote and disconnected parts of India. The goal is to provide children in these areas with a fair opportunity to access the education they rightfully deserve.
In an era where smartphones have reached even the remotest villages, the challenge of reliable connectivity still persists. This game-changing device operates as a portable network signal aggregator, capable of consolidating multiple data blocks from weak 2G mobile networks. By combining these fragments, it generates a strong ‘hyperspot’ that offers high-speed internet connectivity equivalent to 4G networks.
The concept of ‘everything’ represents the boundless nature of online learning. Additionally, the incorporation of a book element serves as a symbolic representation of the core purpose of this endeavor. Within the book, readers will find four inspirational stories, accompanied by captivating illustrations that depict the cultural heritage of the country. By employing various art styles, the aim is to create a sense of relatability and familiarity, encouraging more children to explore its contents. The book is an extraordinary amalgamation of art forms from across India. For the first time, the diverse styles of Avadhi, Rajput, Madhubani, Sikkimese Thangka, Pichwai, Chitrakathi, Kerala Mural, and Kalamkari have been united, showcasing the vibrant artistic traditions of the nation.
It is pertinent to note that this initiative, initially known as ‘Stream School’, commenced as a pilot program in Simsa village last year. Building upon the success of its technology during the pilot test, the initiative has now been expanded on a larger scale in 2023.
Pulkit Jain, Co-founder, Vedantu, said: “We want to bring quality education to every child in the country, but without the internet, you cannot stream online courses. Children of rural India have so much potential which we’re losing out on because of a lack of supporting infrastructure. We worked with DENTSU CREATIVE to bring the idea ‘Everything Book’ alive to make sure quality learning reaches as many children as it could in our country.”
Aalap Desai, Chief Creative Officer, Creative Experience, West, DENTSU CREATIVE India, said: “The Everything Book has the potential to democratise education in the country. It is simple to use, is portable, and can be easily held and moved around letting children who don’t even have a proper classroom to sit in, let alone proper books and resources, to study connect to the internet and stream the latest syllabus and learn from the best teachers at Vedantu.”
Credits
Team Vedantu
Maninder Bali, Head of Brand
Agna Rohini, Social Media and Brand Reputation Lead
Arshad Shahid – Director, Brand Design & Creative Content
Akshay Nagpal – Creative Director, Brand Design & Creative Content
Sabyasachi Mukherjee – Creative Producer, Brand Design
Team DENTSU CREATIVE
Fred Levron, Ex-Global Chief Creative Officer
John Bleeden, Global Executive Creative Producer
Jayme Blasko, Global Awards Director
Paola Motka, Chief of Staff
Lourenco Thomaz, CCO
Ivo Purvis, Executive Creative Director
Amit Wadhwa, CEO
Ajay Gahlaut, Ex-Group CCO
Aalap Desai, Chief Creative Officer
Heeru Dingra, Chief Business Officer
Sahil Shah, President Digital Experience
Rahul Vengalil, Ex-Managing Partner
Anadi Sah, Group Executive Creative Director
Vibhor Yadav, Executive Creative Director
Pragati Rana, Executive Creative Director
Sreejita Chakraborty, Senior Creative Director
Nitish Sarkar, Digital Production Head
Gurbaksh Singh, Chief Creative Officer, Innovation
Taj Ali Naqvi, Managing Partner, Films
Madhura Ranade, EVP, Account Management
Sandipan Deb, Associate Creative Director
Saurav Banerjee, Associate Creative Director
Richa Kumar, Associate Creative Director
Upasna Gaba, Associate Director – Social
Ananya Rao, Global Creative Strategist
José Barreiro, Graphic Designer
Tiago Rodrigues, Graphic Designer
Antonio Dias, Copywriter
Viral Gangar, Group Head
Manisha Panda, Creative Supervisor
Abdul Ajharuddin Ahamed, Group Head – Art
Rajanikanta Saa, Senior Art Director
Prashanti Nagashree, Creative Supervisor – Art
Bishal Behera, Junior Art Director
Dron Kumar, Designer
Indrayudh Bose, Junior Copywriter
Vikas Tomar, Group Head – Video Production
Rahul Aggarwal – Senior Video Editor
Pawan Kumar Routh, Associate Group Head
Chitiz Shandilya, Senior Executive Producer
Gautam Dhiman, Film Production Head
Amul Malusare, National Head, Technology and Delivery
Pratik Shringi, Lead Innovations
Prashant Lodaya, Ex-Associate Vice President
Rohit Varghese, Ex-Associate Vice President
Avantika Singh, `Ex-Senior Account Manager
Shubham Yadav, Ex-Senior Executive – Client Solutions & Media
Uchit Gupta – Ex-Director, Brand Strategy
Sameer Selvam, Music Composer, Music Composition
Team Benlycos
Sajith Kandiyil, Kumar Mrinal, Vijita Sunil
Team Morphedo Technologies
Sushil Kumar Baranwal, Milan Bhatnagar, Yeshika Sharma, Ashutosh Sharma
Shivang Shukla, Nadeem Som, Vikrant Singh, Farman Ahmed Khan
Team Arthat Studio
Jitendra D Patel, Artist Director, Film Director
Deval Vala, Ashok Namdev, Hiren Masharu, Anjali Goel, Amol Bawane, Laxman Khambadkone, Rishabh Goswami, Param Kapde, Sanket Pethkar, Sanjay B Patel,
Ravi Kumawat, Darshini Dalwadi, Nibin Raj, Everbright Chakma, Mayur Mangela, Vivek Raut, Sudheer Inakallu, Puja Kumari Jha, Anshu Mohan, Prashant Tulaskar
Team Useful Garbage Creation
Chandra Mani, Santosh Mishra, Manish Rawat, Deep Vyas, Alpesh Jadeja, Amit Mishra, Amisha Tripathi, Tincy, Aryan Dalal, Rishi Vyas, Aayush Chauhan, Aashutosh Soni, Adhirath Sitoke, Manmeet Saini, Kshitij Verma, Jay Pokar, Jeebu Gopalakrishnan, Atul Singh Rajput, Narender Kumar, Bharat Singh Negi, Ahtesham Qureshi.
Team Longshot Films (Demo Film Shoot)
Hitank Kedia, Prachi Sehgal, Kushal Gupta Kiren Jadhav